Former Toyota chief Okuda, pioneer of the Prius, dies aged 93

Hiroshi Okuda, the former chief of Toyota and a key figure in the company's rise to become the world's largest automaker, has died at the age of 93, according to a statement from the firm. Born in Japan, Okuda took the helm of Toyota in 1995 after coming from outside the founding family, leading the company through a period of struggle.

He was instrumental in introducing innovative products like the RAV4 and the world's first mass-produced petrol and electric hybrid, the Prius, which was considered a groundbreaking idea at the time. The Prius segment, despite being dominated by Japanese companies today, has seen a resurgence in popularity due to the increasing concerns about high-priced pure electric vehicles and expensive fuel.

Okuda's leadership extended beyond Toyota, as he also oversaw the opening of factories abroad as the company made significant strides to become a global titan. Okuda was known for his outspoken nature, having been a black belt in karate and a close government adviser. He was also the president of Japan's largest business lobby, Keidanren.

Throughout his career, Okuda often emphasized the need for Toyota to be more aggressive, contrasting the company's previous conservative stance. In 1998, he told the New York Times, "Everyone is different. But what I can say about Toyota is that before I became president, the company was considered to be very conservative, so I have tried to make us more aggressive."